Challenges in Singapore's Online Culture and Impact on Social Business

IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore
Singapore’s Online Culture and Its
Impact on Social Business
Chia Han-Leon
Lecturer, Enterprise Social Business, Institute of Systems Science,
National University of Singapore
© 2013 National University of Singapore. All Rights Reserved.
@leonchia

This presentation is adapted from “The Singapore Experience” section
from the Online Community Management course I teach. For more
information, please visit
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www.iss.nus.edu.sg

1. Adoption Rate
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Singapore Online Culture

Or level of “IT Use”
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We tend to be a few years behind in various aspects of
technology implementation, including business, social media
and collaborative platforms.
Still limited use of many social media tools in a
professional and/or business context.

If you’re not using it, you’re already behind.
5
If you plan to start using it, bear in mind what you
think you want to use may already be outdated.

Few Competitors vs Less Presence
Many brands here are not
active on social media, so
there are few competitors.
But even if you are active,
if there is little culture of
use in your industry, there
is less exposure to
developments and
opportunities, overall.
6

People also don’t get it.
They may read about successes with newer tools in
bigger, more advanced markets, but they can’t
replicate it here.
7

If you invest early, you
may experience a
pioneer’s pain, but you
also have first adopter
advantage and gain the
initiative.
8
Many tools still have
untapped potential.
E.g. Twitter, Pinterest.

So look ahead, take a leap of faith, adopt.
9

2. Outsource “IT” mentality
10

“We have to call a tender/ITQ”
Shortage (perceived or real) of
social media skills/experience
leads to companies with
resources to outsource the
online engagement.
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PROS
• Letting the “experts” do the job.
• Don’t have to hire own resources
• Don’t have to give more work to
existing staff.
12
CONS
• 3rd party can never fully understand your
customers/engagement.
• Your own long-term investment and learning
about your community may be affected.
• Procurement is a time-consuming process.

Should you outsource these
“engagement” to vendors?

Is it a contract or a relationship?
14

3. “No Budget”
15

• Social media marketing is an
“extra” and not a necessity
• It is “costly”
• “No time”
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Source: sgentrepreneurs.com
Lingering(?) Perceptions:

Compared to other developed countries, Singapore
spends relatively little on internet advertising.
(Although it’s true we are a very small country/market).
Source: sgentrepreneurs.com

“The importance of 'earned' media* as a form of
engaging with consumers ranks highest as the most-
trusted form of media or advertising by consumers in
Singapore.” – Nielsen
*If you pay to have something distributed, then it's paid media.
If someone else distributes it for you, then it's earned media.
Source: sg.nielsen.com
Fact is, Singaporeans are seeking online opinions and info

The power of a (free) tweet
Source and © http://articles.washingtonpost.com/2013-01-06/business/36208737_1_npr-staffer-social-media-followers

You can do with as much
or as little as you can afford.
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4. Sensitive Topics and Issues
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Cost of Living. Foreigners. Employment.
Race. Transport. Queues. Politics. Policy.
Censorship. Customer Service. ... etc.
22

“How would/might my post
relate to a sensitive topic?”

Sensitive stuff will happen.
They can’t be avoided; but fans do help.
25

5. Knowledge Silos
26

“Social” and “collaboration” are not really in our DNA.
27
Still heavily reliant on “traditional” work processes and
environments.

Sorry,
it’s “confidential”
For various reasons, there is
reluctance to share ideas,
knowledge and opinions,
even for the greater or
shared benefit.
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ImagecourtesyofFrangue/stock.xchng(www.sxc.hu)

Makes key aspects of “social” become harder to
pull off.
Knowledge Sharing
Horizontal Organization
Work | Life Blending
Knowledge TransferSerendipity
Talent
Finding

A reluctance to go “social” externally
also reflects internal culture.
30

6. Issues in Management Culture
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Top-Down Management
But “social” is inherently egalitarian.
Hierarchy is not.
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Boss
Marketing
Ops Art
PR
Legal
Micromanagement
Or unwillingness to empower employees. Harmful to
employee initiative and capacity for flexibility.

Encumbered by the Approval Chain
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Leads to social media
executives becoming fearful of
taking risks, leaps of faith or
simply to reply to a fan without
management approval.

Impact
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“Over-management”
results in missed
opportunities.
Or worse.
… Social Media is full of opportunities. You have to be
there and you have to be empowered to take them.

Esme the Guide Dog case

Everyone in a social business needs to get
involved at the same frequency.
But there is…
36

7. Lack of Management Participation
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7. Lack of Management Participation
38
Not just “management”

For various reasons,
management often
does not participate in
social media.
They just “manage” it.
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BLOG
• Do not use the tools
• No presence in community
• No opinion or thought
leadership visible to customers.

Implications It’s counter-productive when your
business is trying to be social.
40

1) A brand’s leaders may not be visible to
customers
But they will talk about YOU anyway.
It may be daunting, but
senior management is
much better off getting
involved. Personal
engagement is greatly
appreciated by
community.

2) If your boss doesn’t
use social media, it’s
harder to explain how it
works to him/her.
Even if he really wants
to understand.
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3) Ample marketing, “operations” and PR – have brand but no
“face of the brand”, no brand ambassador.
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Don’t just instruct your staff to go social;
lead the way.
The best way to “manage” social
is to participate.
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8. Limited Writing Finesse
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Poor Writing Skills
We have 95% literacy rate but limited creative finesse.
People can write, but perhaps not beyond basic reporting.
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Content is (still)

Audience doesn’t understand or appreciate subtle messaging,
so marketers are often forced to use direct messages.
Unsophisticated Audience = Unsophisticated Messaging

In an increasingly sophisticated online content
landscape, you cannot afford to be “boring”.
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9. Short Attention Span
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13. Short Attention Span
It’s been observed that at least in Singapore,
many online crises and complaints are actually
quickly forgotten.
Would you agree?
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At the end of the day, it is all about
Professionalism

Social Business is…
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Social Media made PROFESSIONAL

Thank you!
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About.me/leonchia
www.iss.nus.edu.sg
For information on the
Online Community Management Course
I teach, please visit

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